The Progressive commercial before the ad is EVERYTHING 🔥🔥
The brief
This project was a unique and exciting adventure! With the idea originating in Ninety6, we broke away from the constraints of a traditional brief and leaned into a strategy designed to build brand love through cultural moments. Without a direct sales message or call to action, this initiative embodied the essence of true content marketing—storytelling that connects, inspires, and resonates.
Full video
We wanted this to feel as much like a real episode of Hot Ones as possible. One commenter said, “It’s the only sponsored content I ever watched start to finish.”
Pre-Roll
This asset served as a trailer for the main six-minute asset in front of a bunch of different Hot Ones episodes as pre-roll. It’s shorter!
Gen Z Intern
Who doesn’t love a trend? We don’t even remember this one now, but it was hot, and this asset did what it was supposed to do and performed above all benchmarks on TikTok!
Dr. Rick Reactions
We knew six minutes was long—who has time? So we did a cut down of just Dr. Rick’s reaction to the wings in classic Hot Ones fashion. Yes, he did really eat the wings! For real—no tricks, just really hot wings.
Wing Test
We love our partners, and Hot Ones recommended this edit and we loved it. The idea of a wing Rorschach test really got us going!
22M
impressions
4X
benchmark on engagement rate
(across all assets)
9M
additional impressions
generated by 17 PR placements
Awards
Gold Addy Award 2024
